New French High St import

THe man who made millions bringing the scandinavian high street retailer Flying Tiger to the UK has opened a French children’s clothing and toy shop.

Philip Bier has opened ID Kids in a shopping centre in Wandsworth, south-west london, otherwise known as ‘Nappy Valley’ because of its popularity with new parents.

ID Kids is a French import introduced to the UK by Bier Brothers, a venture set up by Bier and his brother Jacob.

Ironically, Bier opened the store next to a Mothercare as there was already an established customer audience – despite the fact it is now shutting 50 shops.

Bier said: ‘Our new shop is contemporary while Mothercare is outdated. The need is there – children want toys and parents want nice clothes. It’s all down to how you sell it.’